Personal Brand Promotion Model
Novikova T. V., Khrystoforova O. M., Morozova N. L., Malafeyev T. R., Babenko M. V.

Novikova, Tetyana V. et al. (2022) “Personal Brand Promotion Model.” The Problems of Economy 4:232–244.
https://doi.org/10.32983/2222-0712-2022-4-232-244

Section: Social economy, policy and demography

UDC 658.3

Abstract:
The purpose of the article is to build a model of the formation of one's own brand, which is based on a wide range of principles of system analysis, and allows to predict the effectiveness of the decisions made. The article proves that for the effective formation and promotion of a personal brand, one should understand the purpose and functions of its formation, take into account all the conditions that can affect it, and master the tools and methods of brand management. The work proposes the formation of an algorithm for creating one's own brand under the influence of all possible factors and conditions. It is noted that the conditions for the formation of a personal brand are formed based on five levels of perception of the personality by the surrounding people: emotional, personal, behavioral, level of uniqueness and personal identification. It has been studied that the main goal of forming a personal brand can be called the creation and strengthening of an image, as well as increasing recognition to raise popularity among the audience. In order to achieve all the goals and tasks set, the tools of forming a personal brand are grouped in the work. In addition, the article discusses special paid and free services, as well as auxiliary tools for successful brand promotion in social networks. It was determined that the success of forming a personal brand depends on the effectiveness of the chosen methods of brand management and the developed algorithm for forming a personal brand. In general, it is proposed to distinguish three stages in the brand formation algorithm: choosing a niche and target audience, analyzing competitors and creating a brand promotion strategy. The article states that the task of evaluating or forecasting brand efficiency can be accomplished using four approaches, the most qualitative of which is the use of econometric modeling. A linear regression model was chosen for adequate processing of the entire set of indicators involved at this stage of the research, and the R-Studio software was used for its construction, which is a universal means of automating many marketing tasks. At the last stage of the work, target indicators were predicted depending on influencing factors. The performed econometric analysis proved the feasibility of using the developed model for more effective management of a personal Instagram page. The developed model made it possible to predict the most successful day and time of publication of the corresponding type of content.

Keywords: brand, personal brand, brand management, modeling, forecasting, promotion, econometric model.

Fig.: 13. Tabl.: 2. Bibl.: 32.

Novikova Tetyana V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Management, Business and Professional Communications, Educational and Scientific Institute «Karazin Banking Institute» of V. N. Karazin Kharkiv National University (55 Peremohy Ave., Kharkiv, 61174, Ukraine)
Email: tvnovikova75@gmail.com
Khrystoforova Olena M. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Management, Business and Professional Communications, Educational and Scientific Institute «Karazin Banking Institute» of V. N. Karazin Kharkiv National University (55 Peremohy Ave., Kharkiv, 61174, Ukraine)
Email: lena.guseva7677@gmail.com
Morozova Nadiia L. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Management, Business and Professional Communications, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: nadiya.morozova@karazin.ua
Malafeyev Timur R. – Candidate of Sciences (Public Administration), Associate Professor, Associate Professor, Department of Management, Business and Professional Communications, Educational and Scientific Institute «Karazin Banking Institute» of V. N. Karazin Kharkiv National University (55 Peremohy Ave., Kharkiv, 61174, Ukraine)
Email: timur.malafeyev@karazin.ua
Babenko Maksym V. – PhD, Head of the Department, Department of Work with Problematic Debt, JSC «National Joint-Stock Company «Naftogaz of Ukraine» (6 Bohdana Khmelnytskoho Str., Kyiv, 01601, Ukraine)
Email: babenkomv2011@gmail.com

List of references in article

Bilorus, T. V., and Firmova, S. H. “Orhanizatsiine zabezpechennia formuvannia ta rozvytku brenda kompanii robotodavtsia“ [The Organizational Support for the Formation and Development of an Employer’s Brand]. Biznes Inform, no. 7 (2018): 314-326.
Boienko, O. Yu. “Motyvatsiinyi bazys vyboru brenda: psykhoemotsiinyi aspekt“ [The Motivational Basis of Brand Choice: The Psycho-Emotional Aspect]. Biznes Inform, no. 3 (2019): 406-411.
“Brend kak iskusstvo“ [Brand as Art]. Delovoye obozreniye. http://uldelo.ru/2017/03/17/b-brend-b-kak-iskusstvo
Groshev, K., and Krasnoslobodtsev, A. A. Sistemnyy brend-menedzhment [System Brand Management]. Moscow: Yuniti-Dana, 2015.
Guranova, L. S., Klebanova, T. S., and Kavun, S. V. Innovatsionnyye i informatsionnyye tekhnologii v razvitii natsionalnoy ekonomiki: teoriya i praktika. Razdel. Innovatsionno orientirovannyye modeli sbalansirovannogo razvitiya regionov [Innovative and Information Technologies in the Development of the National Economy: Theory and Practice. Chapter. Innovation-oriented Models of Balanced Development of Regions]. Moscow: Nauchnyye tekhnologii, 2013.
Hurianova, L. S. et al. Ekonometryka [Econometrics]. Kharkiv: Vyd-vo KhNEU im. S. Kuznetsia, 2015.
Danilova, V. G. Self-brending, ili Marketing individualnosti [Self-branding, or Personality Marketing]. Rostov n/D: Feniks, 2014.
Zubko, D. O. “Naukovo-teoretychnyi zmist brend-stratehii torhovoho pidpryiemstva“ [Scientific and Theoretical Content of the Brand Strategy of a Trading Enterprise]. Biznes Inform, no. 11 (2020): 457-461.
Ivaniienko, V. V., and Kovalchuk, K. V. “Marketynhovi stratehii formuvannia konkurentospromozhnoho brendu na mizhnarodnykh rynkakh“ [The Marketing Strategies for Forming a Competitive Brand in International Markets]. Biznes Inform, no. 1 (2022): 444-450.
Kennedi, D. S. Zhestkiy SMM (tsifrovaya kniga). Vyzhat iz sotssetey maksimum [Hard SMM (Digital Book). Get the Most Out of Social Media]. Moscow: Alpina Pablisher, 2018.
Kovaleva, P. “Pyat pravil uspeshnoy organizatsii konkursov v sotssetyakh“ [Five Rules for Successful Organization of Competitions in Social Networks]. http://www.blog.upsale.ru/social_media/5-pravil-uspeshnoj-organizacii-konkursov-v-socsetjah.html
Kozmenko, O. V., and Kuzmenko, O. V. Ekonomiko-matematychni metody ta modeli (ekonometryka) [Economic and Mathematical Methods and Models (Econometrics)]. Sumy: Universytet. kn., 2014.
Koliada, S. P. “Osobystyi brend yak proiav liderstva v tsyfrovomu suspilstvi“ [Personal Brand as a Manifestation of Leadership in a Digital Society]. Biznes Inform, no. 11 (2019): 401-406.
Kotler, F. Marketing ot A do Ya: 80 kontseptsiy, kotoryye dolzhen znat kazhdyy menedzher [Marketing A to Z: 80 Concepts Every Manager Should Know]. Moscow: Alpina Pablisher, 2018.
Kotler, F. Personalnyy brending [Personal Branding]. Moscow: ID Grebennikova, 2008.
Kurenkova, O. “Sotsmerezhi-2021: TikTok starshaie, Facebook - perevazhno zhinochyi, a strichku my hortaiemo 400 milioniv rokiv“ [Social Networks-2021: TikTok Is Getting Older, Facebook Is Mostly Female, and We Have Been Scrolling Through the Feed for 400 Million Years]. Hromadske. https://hromadske.ua/posts/socmerezhi-2021-tiktok-starshaye-facebook-perevazhno-zhinochij-a-strichku-mi-gortayemo-400-miljoniv-rokiv
Melnychuk, L. S. “Brend ta yoho rol u protsesi orhanizatsii efektyvnykh marketynhovykh komunikatsii“ [The Brand and Its Role in the Process of Organizing Effective Marketing Communications]. Naukovyi visnyk Uzhhorodskoho natsionalnoho universytetu, vol. 2, no. 6 (2016): 96-98.
Overko, I. “Brend-lift chy ekonometrychne modeliuvannia: shcho krashche dlia otsinky efektyvnosti reklamy?“ [Brand Lift or Econometric Modeling: Which Is Better for Evaluating Advertising Effectiveness?]. Bloh Admixer Advertising, February 17, 2022. https://blog.admixer.ua/ua/practice-ua/brand-lift-or-econometric-modeling-to-evaluate-advertising-effectiveness/
Pidhurska, V. O. “Brend-menedzhment: vyznachennia sutnosti ta mistsia v systemi poviazanykh katehorii“ [Brand Management: Defining the Essence and Place in the System of Related Categories]. Biznes Inform, no. 7 (2021): 242-247.
Klebanova, T. S. et al. Prohnozuvannia sotsialno-ekonomichnykh protsesiv [Forecasting of Socio-economic Processes]. Kharkiv: Vyd-vo KhNEU im. S. Kuznetsia, 2015.
Priadko, O. M., and Olinichenko, K. S. “Vykorystannia suchasnykh marketynhovykh instrumentiv dlia sponukannia spozhyvchykh motyvatsii“ [Using the Modern Marketing Tools to Stimulate Consumer Motivation]. Biznes Inform, no. 10 (2021): 368-374.
“Pyat faktov, kotoryye svidetelstvuyut o roste populyarnosti videokontenta“ [Five Facts That Indicate the Growth of the Popularity of Video Content]. http://www.realweb.ru/blog/internet-reklama/5-faktov-kotorye-svidetelstvuyut-oroste-populyarnosti-videokontenta/
Rumyantsev, D. “Prodvizheniye lichnogo brenda v sotsialnykh setyakh“ [Promotion of a Personal Brand in Social Networks]. http://madcats.ru/smm/personal-brand-smm/
“Sozdaniye lichnogo brenda“ [Building a Personal Brand]. Sayt Agentstva «ZebraCompany». http://zebracompany.ru/personalnyj-brend/sozdanie-personalnogobrenda/
Studinska, H. Ya. “Analiz povedinkovykh ta kombinovanykh metodiv otsinky vartosti brendu“ [Analysis of Behavioral and Combined Methods of Brand Value Assessment]. Naukovyi visnyk Khersonskoho derzhavnoho universytetu. Seriia : Ekonomichni nauky, vol. 2, no. 22 (2017): 32-38.
Studinska, H. Ya. “Teoretyko-metodolohichni pidkhody do modeliuvannia brenda“ [Theoretical and Methodological Approaches to Brand Modeling]. Formuvannia rynkovykh vidnosyn v Ukraini, no. 12(163) (2014): 119-126.
Tumanov, O. O. “Sotsialni media yak obiekt statystychnoho doslidzhennia“ [Social Media as the Object of Statistical Research]. Biznes Inform, no. 12 (2019): 8-14.
Fedushko, S. S., and Rudnyk, M. V. “Stvorennia (rozvytok) vlasnoho brendu v sotsialnykh merezhakh“ [Creation (Development) of One's Own Brand in Social Networks]. Mizhnarodna naukovo-praktychna internet-konferentsiia (m. Dnipro, 2018). https://www.researchgate.net/publication/335189311_Stvorenna_rozvitok_vlasnogo_brendu_v_socialnih_merezah
Shtal, T. V., and Dmytriiev, H. B. “SMM yak suchasni tekhnolohii marketynhu“ [SMM as Modern Marketing Technologies]. Biznes Inform, no. 12 (2019): 446-452.
Algren, M. “35 + Facebook Statistika i fakty dlya 2022“ [35+ Facebook Statistics & Facts for 2022]. https://www.websiterating.com/ru/research/facebook-statistics/
Algren, M. “40 + Instagram Statistika i fakty dlya 2022“ [40+ Instagram Stats and Facts for 2022]. https://www.websiterating.com/ru/research/instagram-statistics/
“Digital 2021 april global statshot report. 17 april 2021“. https://datareportal.com/reports/digital-2021-april-global-statshot?rq=%20networks